09/24/2008 03:22:49 PM 
(1) 
(1) This quote stood out for me.
"Marconi, likewise. And indeed Larry Page and Sergey Brin created Google through profound interest in technology. The only thing they are littering the modern media landscape with is buckets of cash. But they created a market not simply from the content of others, but from the activities of mass audiences who found themselves delighted by the new freedoms offered to them by the technology. What most of the brilliant technologists are actually motivated by is providing usefulness, entertainment, education and social connectivity to people."
Perhaps the diamond in here is the last sentence because it also defines what makes a successful brand these days and perhaps could serve as a filter to define if you brand as 2.0.
1. Are you useful?
What do you do to help make people's lives better or easier?
Are you doing something that no one else does?
Are you doing it better than anyone else?
2. Do you entertain?
Are you fun?
Are you human and real?
Are you interesting to interact with?
Do people talk about and notice you and your communication?
3. Do you educate?
Do you help people to learn or get more out of life?
Do you tell people what you do so they can become their own experts?
4. Do you facilitate or participate in social connectivity
Do you have fans?
Do you connect them?
Do you allow them to participate with you
Posted by Ed Cotton
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Helpful breakdown of understanding personal branding. You may also be interested in David Armano's project on the same subject matter: http://darmano.typepad.com/branduo/.